Run a quick search for the term "search engine" in Google and you may be suprised by the results, or rather the big omission from the results - Google.
Yes, Google does not rank as a search engine in its own index.
I debated this with a colleague, Nilhan (Head of Natural Search at iCrossing UK) today and we feel this is due to the brand positioning that they have acheived; the brand name Google has become synonimis with being a search engine. They have joined the ranks of Hoover from this point of view.
Positioning in Google is effected strongly by the links pointing back to a site and the words used in that content. Becuase of their brand positioning there is no need to refer to them as a search engine, just saying the name 'Google', or 'I am going to Google it' are enough.
This creates a lack of suitable links to produce a good ranking for the own industry term.
A great example of how the Google algortithm can be treated as a true emergent system, but one that would benefit from some human input from time to time.
:~Dax~:
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